If something goes wrong after buying from a livestream, first ask the platform for the seller’s and influencer’s details — they’re required to provide them.

30. If something goes wrong after buying from a livestream, first ask the platform for the seller’s and influencer’s details — they’re required to provide them.

Cost: No cost involved; you simply need to request the information from the platform.

In plain terms: One of the biggest hurdles when problems arise from purchases made during livestreams is figuring out exactly who to hold responsible. In such cases, you can demand that the platform disclose the identity of the livestream operator and any associated influencers, along with their business records. The platform is legally obligated to comply with this request.

Benefit: When consumer disputes occur, operators of livestream marketing platforms must furnish buyers with the relevant details of both the livestream operator and any affiliated influencers, as well as all related business documentation. The primary obstacle in pursuing legal recourse in these situations is identifying the right party to sue; obtaining this information removes that barrier entirely.

Evidence grade: A

Sources: State Council of China (2024). Consumer Rights Protection Law of China Implementation Regulations (State Council of China Order No. 778, effective on July 1, 2024). <https://www.gov.cn/zhengce/zhengceku/202403/content_6940159.htm>: "Operators who provide goods or services through online live broadcasts and other methods shall perform relevant obligations to protect consumer rights and interests in accordance with the law. Live broadcast marketing platform operators shall establish and improve consumer rights protection systems and clarify consumer dispute resolution mechanisms. In the event of consumer disputes, live broadcast marketing platform operators shall provide necessary information such as live broadcast room operators and live broadcast marketers, as well as relevant business activity records according to consumer requirements." "If the live broadcast content released by live broadcast room operators and live broadcast marketers constitutes commercial advertising, they shall comply with the Advertising Law of China" to fulfill the obligations of advertising publishers, advertising operators or advertising spokespersons."

Notes: Before making any purchase, be sure to record both the livestream footage and any promises made by the host. Should any issues arise, first request the seller’s and influencer’s information from the platform before deciding whether to file a complaint or pursue legal action. This same regulation also outlines three additional requirements: first, merchants cannot unilaterally expand the list of items excluded from the seven-day no-questions-asked return policy; second, such exclusions must never be set as default options; and third, merchants are prohibited from denying returns without your explicit consent.